WorkSafe Victoria launches campaign in 20 languages
WorkSafe Victoria is working to help culturally and linguistically diverse Australians understand their rights and responsibilities in the workplace with a campaign running in 20 different languages.
Created by communications agency Think HQ, the campaign spans radio, online, social and Out-Of-Home (OOH), across the QMS Impulse Network. The OOH creative will be matched to reflect the language most spoken in specific geographic locations, in the first time the specific type of targeting has been used on by QMS Impulse.
Hundreds of campaign assets have been created, spanning workplace posters, social content, animated educational pieces, case studies, in-language media releases, and TVCs.
The project was informed by research commissioned by WorkSafe and conducted by CultureVerse. Think HQ was responsible for the above and below the line assets from concept to creative execution, research, PR, event management, community consultation and engagement.
Campaign languages includeArabic, Burmese, Cantonese, Dari, Dinka, Greek, Hindi, Indonesian, Italian, Khmer, Korean, Mandarin, Malay, Punjabi, Spanish, Tagalog, Thai, Urdu and Vietnamese.
“It is a privilege to work with a client like WorkSafe that recognises the importance of reaching all Victorians and that is taking the lead to make that happen. As an inclusive mainstream creative agency focused on social good, we are proud to have produced such an impactful piece of work that reaches many diverse audiences,” said Think HQ founder and managing director Jen Sharpe.
WorkSafe executive director of health and safety, Julie Nielsen, added: “The campaign will make a meaningful difference in ensuring employers and workers understand their health and safety rights no matter what their cultural background or language.”
Credits
Agency: Think HQ
Production: Think HQ
Multicultural strategy and community engagement: CultureVerse
Founder/Managing Director: Jen Sharpe
Head of Creative: Andy Lima
Copywriters: Stefan Delatovic, Joseph McMahon
Senior Art Director: Nathan Barrow
Art Director: Camilo Suarez
Designers: Melissa Hill, Nergal Youkhana, Kyla Davies
Motion Graphics: Roberta Ramalho
Photography: Nick West
Production Manager: Natasha Bauer
Production Coordinator: Edward Connely
Head of Strategy & Content: Stefan Delatovic
Head of PR: Alice Suter
PR Strategy: Elise Erwin
PR Tactics: Lauren Everett
Strategist: Louisa Moy
Diverse Audience Director: Jessica Billimoria
Localisation Director: Rune Pedersen
Community Engagement: Kevin Kapeke
Head of Account Services: Jane Emery
Group Account Director: Kate McGregor
